Marketing Science articles from March 2007

Marketing Science archives from March 2007

The Anna Karenina bias: which variables to observe?(Editorial)
March 1, 2007... The opening of Count Lev Nikolayevich (Leo) Tolstoy's novel inspired linguist, molecular physiologist and biogeographer Jared M. Diamond's eponym for the Anna Karenina principle (Diamond 1997). The principle suggests that no one property...

New product development under channel acceptance.
March 1, 2007... In channel structures characterized by a powerful retailer (e.g., Wal-Mart, Home Depot), the dominant retailer's acceptance of a manufacturer's new product often determines the success of the new offering. Focusing on a manufacturer in such a...

Strategic manufacturer response to a dominant retailer.
March 1, 2007... The growing dominance of large retailers has altered traditional channel incentives for manufacturers. In this paper, we present a theoretical model to illustrate a strategic manufacturer response to a dominant retailer. In our model, a...

Wearout effects of different advertising themes: a dynamic Bayesian model of the advertising-sales relationship.
March 1, 2007... Models of advertising response implicitly assume that the entire advertising budget is spent on disseminating one message. In practice, managers use different themes of advertising (for example, price advertisements versus product...

Investigating consumers' purchase incidence and brand choice decisions across multiple product categories: a theoretical and empirical analysis.
March 1, 2007... We propose a framework to investigate consumers' brand choice and purchase incidence decisions across multiple categories, where both decisions are modeled as an outcome of a consumer's basket utility maximization. We build the model from first...

Bayesian estimation of bid sequences in Internet auctions using a generalized record-breaking model.
March 1, 2007... A sequence of bids in Internet auctions can be viewed as record-breaking events in which only those data points that break the current record are observed. We investigate stochastic versions of the classical record-breaking problem for which we...

The impact of a product-harm crisis on marketing effectiveness.
March 1, 2007... Product-harm crises are among a firm's worst nightmares. A firm may experience (i) a loss in baseline sales, (ii) a reduced own effectiveness for its marketing instruments, (iii) an increased cross sensitivity to rival firms' marketing-mix...

The effect of cultural orientation on consumer responses to personalization.
March 1, 2007... While marketing activities increasingly involve personalizing product offers to individually elicited preferences, these unique specifications may not be universally important for product choice. Providing evidence of the limits of treating...

The effects of costs and competition on slotting allowances.
March 1, 2007... We consider the optimal two-part tariff contract between a manufacturer and a retailer. We show that retail competition (in the presence of either fixed costs or bargaining power) may lead to slotting allowances in an optimal contract, even...

User design of customized products.
March 1, 2007... User design offers tantalizing potential benefits to manufacturers and consumers, including a closer match of products to user preferences, which should result in a higher willingness to pay for goods and services. There are two fundamental...